Automotive sales events can be tacky affairs laden with gimmicks. VW tasked us with creating a sales event that would build the brand as well as “move metal”. Plus, they wanted to showcase their new Chattanooga factory and revive their Sign-then-Drive promotional offer. To tie it all together, we realized the common thread was the power of a signature. The pride real VW factory workers took in signing off on their work aligned perfectly with the simplicity of driving a new VW with just a signature.
VW Sign then Drive
Dealership Posters: We shot everything in the Chattanooga Tennesee factory with real workers, real quotes and real stories.
For authenticity we asked the workers to bring a range of tools they use each day and then selected one for the photo.
The entire project went from concept to shoot in a matter of weeks due to short deadlines.
It was great to see the true pride that the folks took in their work, the feelings were genuine.
With the brand team we created “Mini documentaries” of the stories to be used for social channels, as well as 30 second cutdowns for TV.
We created dealer toolkits of showroom, digital media and social channel assets.